TravelNevada (Nevada Division of Tourism) has launched its new Fall/Winter integrated marketing campaign. The campaign will feature an enhanced digital experience on TravelNevada.com, new photography and videography featuring authentic Nevada characters, creative executions in key markets such as Los Angeles, and a new email marketing program offering personalized content.
“We use research to inform our strategy and test our approach, and we know that the younger audience doesn’t want ads, they want stories,” Claudia Vecchio, Director, Department of Tourism and Cultural Affairs, said in a media release and added that the approach continues to drive results for Nevada’s economy.
By continuing this focus and optimizing campaign efforts, the marketing return on investment for Nevada tourism has shown strides in improvement, rising almost 30 percent when comparing winter marketing efforts year over year.
TravelNevada’s goal for the current Fall/Winter campaign is to exceed the FY16 campaign return of 63 to one. This figure means that for every dollar spent on tourism marketing, approximately $63 is returned to the state through state and local taxes, according to Nevada’s flagship study on integrated marketing return.
Since 2013, TravelNevada has been using a “Don’t Fence Me In” integrated PR and advertising campaign, featuring a custom rendition of the famous cowboy song recorded by The Killers, to market tourism – Nevada’s No. 1 industry.
